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Comscore Partners with TiVo
In the week that digital TV pioneer TiVo officially quit the DVR market it started last century, Comscore has partnered with the company, to integrate enriched program metadata into its cross platform audience measurement. The move will 'unify content identification' across linear TV, streaming and digital.
 TiVo pioneered digital video recording in 1999, but has moved into other TV technology and data solutions, launching an audience research and measurement division as long ago as 2006 - and in fact officially exited the DVR market on Tuesday this week (pictured is the original TiVo mascot - see here for its evolution). TiVo is now a wholly owned subsidiary of entertainment technology company Xperi Inc., whose technology is integrated into consumer devices and media platforms worldwide, powering smart devices, connected cars and entertainment experiences.
The partnership will give Comscore customers a single view of audiences across linear and streaming, showing buyers and sellers true reach and frequency without double-counting. The partners say it will also help avoid wasted spend from missed impressions; speed up operations; future-proof measurement for new distribution models and program variants; and provide transparent, auditable inputs supporting Comscore's MRC accredited services and multi currency transactions. Comscore COO Greg Dale says it 'moves the industry closer to the unified measurement it has been asking for,' adding: 'By integrating TiVo's metadata, we help ensure programs are identified accurately no matter where they appear, giving buyers and sellers the clarity they need to reduce waste, improve delivery, and transact confidently across platforms.'
Fariba Zamaniyan, Global VP of Data Monetization at TiVo, comments: 'We're excited to partner with Comscore to elevate the role of metadata in audience measurement. Together we can build and support measurement ecosystems that offer interoperability, simplify operations for publishers and provide buyers with a more connected view of content across services.'
The integration is expected to go live on October 27th. Web sites: www.tivo.com and www.comscore.com .
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